Following Prolific North Live, Carla Murray, Partner and Head of Commercial at Slater Heelis, reflects on the themes, insights and standout moments from the event, capturing a day where AI, authenticity and the power of people took centre stage.
Prolific North Live! – Where do I start? There were so many takeaways, not only from the panel discussion I had the pleasure of chairing, but all of the panel discussions and keynote speeches that I’ve struggled to fit them all on one page. It was a day full of energy, ideas and genuine optimism about the future of the creative industries which is something that feels especially encouraging amid today’s unpredictable landscape.
As the parent of two Gen Alpha children, I found myself nodding along to so many of the insights. Having a front-row seat to the habits and digital fluency of this generation has clearly paid off and thanks to them I could keep up with the conversation about disruptive brands like P. Louise, Roblox and TikTok trends without missing a beat.
Of course, the flipside of raising digital natives is that I now know exactly how expensive they can be. Gen Alpha are fluent in technology; they don’t just consume it, they live it. They’re using Amazon Prime, TikTok Shop, and whatever platform emerges next to connect, create and, crucially, buy. It is clear that the TikTok shop is a logical and natural evolution of the platform and turning viral trends into instant purchasing opportunities: if consumers can buy the trend they’ve just seen without leaving the app, why would they go elsewhere?
One of the most heartening themes of the day was around AI and not in the way some might expect. Far from sounding alarm bells about robots taking over the creative world, the consensus was reassuring: AI isn’t here to replace us. It’s here to support us.
What came through loud and clear was that consumers still want human connection. They want authenticity. They want to buy from people. The most successful brands and agencies will be those that use AI to remove inefficiencies and free up their creative teams and not replacing them. It’s about giving time back to the people who bring imagination, empathy and originality to the table.
Personalisation and authenticity threaded through every discussion. Whether it’s crafting a brand campaign or building a client relationship, that human touch remains the most valuable differentiator.
I’ll admit, I’ve sometimes dismissed TikTok as a place for viral pet videos and dance challenges. But the event changed my perception. Platforms like BookTok are driving real-world behaviour and encouraging people, especially younger audiences, to buy physical books and visit bookshops. Even more strikingly, TikTok has now overtaken Google as a search engine for many users.
It’s a powerful reminder that innovation doesn’t just come from technology and that it comes from businesses listening and adapting to their audiences. TikTok’s evolution is a case study in pivoting to meet changing consumer expectations.
Another fascinating theme was nostalgia and how looking back can actually help brands move forward. Berghaus’ relaunch of a 90s classic jacket with Liam Gallagher, coinciding with Oasis’ stadium tour, was a perfect example. The campaign sold out almost instantly, fuelled by a collective sense of memory and emotion.
We’re seeing the same play out in wider culture. Just think of this year’s John Lewis Christmas ad, which had me almost in tears before breakfast. But nostalgia, like any trend, needs to be handled carefully. Businesses should ask: does this align with who we are? Does it tell an authentic story about our brand? Jumping on the wrong trend can do more harm than good.
After lunch, we were treated to a dose of humour and nostalgia courtesy of Zoe Lister, the instantly recognisable voice of Jet2. Her live rendition of the famous “Nothing beats a Jet2holiday…” line had everyone smiling.
READ MORE: How the ‘nothing beats a Jet2 holiday’ earworm became an eight-year ‘overnight’ success
What really resonated, though, was Jet2’s unwavering commitment to its brand identity. Eight years on, that same jingle still works and is proof that consistency and confidence in your brand voice can pay off in the long run.
My final thoughts
I left the event feeling genuinely positive. The creative sector is uniquely equipped to adapt and it thrives on change. Whether it’s responding to new technologies, emerging generations, or shifting client needs, this industry doesn’t just keep up; it leads.
For me, the biggest takeaway was this: amid all the talk of AI, algorithms and automation, the heart of creativity remains deeply human. Authenticity, adaptability and connection will continue to drive success and that’s something no machine can replicate.
